Laura Wilson

1. @LAURAEWILSON#DSPDX
BATTLE OF MICRO-
STORYTELLING: MASTERING THE
“STORIES” FORMAT

2. #DSPDX @LAURAEWILSON
AUGUST 2016

3. #DSPDX @LAURAEWILSON
MARCH 2017

4. “THE INSTAGRAM COMMUNITY HAS
SHOWN US THAT IT CAN BE FUN TO
SHARE THINGS THAT DISAPPEAR AFTER A
DAY, SO IN THE MAIN FACEBOOK APP
WE’RE ALSO INTRODUCING FACEBOOK
STORIES.”
MARCH 2017
#DSPDX @LAURAEWILSON

5. PRESENT DAY
#DSPDX @LAURAEWILSON
LOVING THE NEW
INSTAGRAM LOGO…

6. #DSPDX @LAURAEWILSON
TRUTH: VERY FEW FORMATS,
FEATURES, APPS, OR SERVICES ARE
UNIQUE.
“BUT AREN’T THEY MAD?!”

7. #DSPDX @LAURAEWILSON
NEWSFEEDS WERE DESIGNED FOR DESKTOPS.
“STORIES” ARE MADE (ONLY) FOR MOBILE.

8. SNAPCHAT USERS ARE RACKING
UP
10 BILLIONVIDEO VIEWS PER DAY
SOURCE: SNAPCHAT, MAY 2016
#DSPDX @LAURAEWILSON

9. #DSDENVER @LAURAEWILSON
INSTAGRAM STORIES NOW HAS 250M USERS PER DAY
(THAT’S MORE THAN SNAPCHAT).

10. #DSPDX @LAURAEWILSON
SNAPCHAT HAS ALMOST AS MANY TEENS AS
FACEBOOK, DESPITE BEING AN EIGHTH OF ITS SIZE.

11. #DSPDX @LAURAEWILSON

12. #DSPDX @LAURAEWILSON

13. #DSPDX @LAURAEWILSON
DON’T GET ROMANTIC ABOUT THE PLATFORMS.
LEARN THE CONTENT FORMATS, ADAPT + ADOPT.

14. #DSPDX @LAURAEWILSON
ACTUAL FOOTAGE OF YOU
TRYING TO DO IT ALL YOURSELF

15. #DSPDX @LAURAEWILSON
HOW CAN I BE VISUAL WHEN MY BRAND ISN’T SO VISUAL?
REPURPOSE
YOUR
BEST
STUFF!

16. #DSPDX
CREATIVE
PRESENTATION OF
EDUCATIONAL TIPS
EXPERIAN’S
#CREDITSNAP
CREDIT
SCHOOL
Credits: Christina
Roman, Mike Delgado & Marina
Papadopoulos

17. #DSPDX @LAURAEWILSON
OPPORTUNITY TO
REPACKAGE CONTENT
AND TAILOR IT
SPECIFICALLY TO THE
PLATFORM
REPURPOSE CONTENT CONCEPTS
@STITCHFIX

18. #DSPDX @LAURAEWILSON
IF YOU HAVE A SMALL TEAM YOU MUST ADOPT
BRAND AMBASSADORS OR AN INFLUENCER STRATEGY

19. #DSPDX @LAURAEWILSON
‘A DAY IN THE LIFE’ CONTENT IS
THE EASIEST CONTENT SOURCE
FOR ANY INDUSTRY ON SNAPCHAT
AND
ON INSTAGRAM STORIES.

20. GEORGETOWN
STORIES
20#DSPDX @LAURAEWILSON
 BRAND AMBASSADORS
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

21. 21#DSPDX @LAURAEWILSON

22. #DSPDX @LAURAEWILSON
SIMPLE EXAMPLE
STORYBOARD

23. #DSPDX @LAURAEWILSON
FIND “INFLUENCERS” WHO ALIGN WITH YOUR BRAND
AND AGREE TO YOUR CAMPAIGN OBJECTIVES.

24. DEE 1
FIN LIT
TAKEOVER
24#DSPDX @LAURAEWILSON
 UNEXPECTED
INFLUENCER
 CELEBRITY VOICE
 EXPANDED REACH

25. #DSPDX @LAURAEWILSON
NO ONE TRULY ENJOYS LEFTOVERS.
OPTIMIZE YOUR CONTENT FOR THE PLATFORM.

26. #DSPDX @LAURAEWILSON
TAGGING AND
ENGAGING YOUR
CUSTOMERS OR
INFLUENCERS CAN
REALLY INCREASE
ENGAGEMENT
TAGGING + ENGAGING
@CHEERIOS

27. #DSPDX @LAURAEWILSON
UGC CAN BE A REGULAR
SOURCE OF CONTENT
FOR YOUR BRAND ON
INSTAGRAM STORIES.
USER GENERATED
CONTENT @WHOLEFOODS

28. #DSPDX @LAURAEWILSON
THIS IS ONLY
SUITED FOR
INSTAGRAM
STORIES
COMPLEX TEXT BASED STORYTELLING
@WASHINGTONPOST

29. #DSPDX @LAURAEWILSON
DRIVING TRAFFIC TO
LONGER FORM
WRITTEN CONTENT,
VIDEO, WEBSITES,
CONTEST RULES
TEASE TO DRIVE TRAFFIC
@SWEETGREEN

30. #DSPDX @LAURAEWILSON
ANY ACCOUNT CAN NOW LINK TO
OTHER CONTENT ON SNAPCHAT
LINKS ARE A GAME CHANGER

31. #DSPDX
THIS IS STILL
EXECUTED BEST
ON SNAPCHAT
DRAWING BASED STORYTELLING

32.  147 screenshots
 48 entries
Cost to us: $100
#DSPDX @LAURAEWILSON
DRAWING BASED CONTESTS

33. #DSPDX @LAURAEWILSON
THINKING OUTSIDE THE BOX
@WARBYPARKER

34. “RESTING JACK FACE”
STICKERS
#DSPDX
MEASURE ENGAGEMENT
WITH YOUR STICKERS BY
NUMBER OF SCREENSHOTS
TALK TO A SPECIFIC SUBSET OF
YOUR AUDIENCE

35. LIVE! GIVES YOU REAL ESTATE
ACCOUNT
TAKEOVERS
(ON OFF)
CTA +
CURATE
#DSPDX
GREAT FOR REALLY RAW
AND INFORMAL LIVE
CONTENT AND
INTERACTIONS WITH
FANS
LIVE CAN HELP IDENTIFY
YOUR SUPERFANS

36. ALWAYS TAG LOCATION TO EXPAND REACH
ACCOUNT
TAKEOVERS
(ON OFF)
CTA +
CURATE
#DSPDX
GREAT FOR
EXPANDING
RELEVANT AND
TARGETED REACH
AND CRITICAL FOR
LOCATION BASED
BUSINESSES

37. #DSPDX @LAURAEWILSON
GEOLOCATION IS MORE
IMPORTANT THAN EVER TO
SNAPCHAT USERS

38. #DSPDX @LAURAEWILSON
LEVERAGE LOCATION WITH MINIMAL SPEND

39. REMINDER OF CALL TO ACTION
#DSPDX
STRATEGIC PLACEMENT + DESIGN
LOCATION
TIME
DESIGN
MESSAGE

40. FOCUS ON CUSTOMER CENTRIC DESIGN
SNAPCHAT IS FUN
YOUR GEOFILTERS
SHOULD BE TOO!
#DSPDX

41. EXAMPLE CAMPAIGN RESULTS
$15.78 total/for
6 hours
.04/usage
#DSPDX

42. DUNKIN DONUTS: MASS SCALE PERSONALIZED
12am - 8am 8am - 12pm 12pm - 5pm 5pm - 12am
#DSPDX

43. SNAP ADS CREATED TO LOOK LIKE A USER
SNAP
#DSPDX
WHEN USERS SWIPED UP
THEY COULD UNLOCK A
SPECIAL FILTER TO USE
BEYOND NATIONAL DONUT
DAY

44. #DSPDX
WHEN USERS SWIPED UP
THEY COULD UNLOCK A
SPECIAL FILTER TO USE
BEYOND NATIONAL DONUT
DAY
SNAP ADS CREATED TO LOOK LIKE A USER
SNAP

45. SNAP ADS CREATED TO LOOK LIKE A USER
SNAP
#DSPDX
WHEN USERS SWIPED UP
THEY COULD UNLOCK A
SPECIAL FILTER TO USE
BEYOND NATIONAL DONUT
DAY

46. #DSPDX
Source: Instagram
PAID AND ORGANIC REACH HIGHER AND EASIER
TO ACHIEVE ON INSTAGRAM (FOR NOW)

47. EASY DIY CREATION HACKS
#DSPDX

48. SNAPCHAT SPECIFIC PUBLISHING + ANALYTICS
TOOLS
#DSPDX

49. MOST IMPORTANTLY: EXPERIMENT WITH FORMAT
#DSPDX
 Videos vs. photos
 Selfies and first person perspective vs. shooting other
people/subjects
 Using sound vs. no sound
 How many pieces to each Story
 Where your customers are most interested in following you

50. LAURA.WILSON@GEORGETOWN.EDU
@LAURAEWILSON
QUESTIONS?